Pinkorange Meets Rowan Siriram

A spatial designer based in Amsterdam. Rowan specializes in interior design, focusing on retail, restaurants, bars, and pop-up stores. He also works on branding installations and other projects that merge design with functionality.

I spent eight years in art school: one year in graphic design, four years in illustration, and then a Master’s in interior architecture. During my graduation project, I realized I was more drawn to three-dimensional design than 2D illustration.

After graduating, I started collaborating with a furniture designer. At the time, I was working at a bar, and he encouraged me to start working for myself. That led to two or three years of designing and building furniture. Then, during COVID, I was juggling my Master’s program while running my own production workshop. That’s how it all started and evolved into my current interior design studio.

What is it about spatial design that attracts you?
Spatial design isn’t one-dimensional. I aim to base my projects on functionality while triggering the senses. It’s about seeing, hearing, smelling, and more. I want the spaces I design to be immersive and interactive, evoking emotion.

How would you define your own creativity?
Creativity, to me, is problem-solving with style. I work with clients and brands, always starting with a design question. Sometimes it’s functional; other times it’s aesthetic. Either way, it always requires a solution. All my design choices are rooted in functionality — I don’t free flow. Functionality is the foundation of what I do.

I also believe in balance. You need unproductive days to have productive ones. Taking time off is part of my creative process; it allows me to recharge, step back, and return with a clear mind.

Do you have hobbies outside of work that influence your projects?
People always ask me about my hobbies, and honestly, I don’t have many — I love what I do. When I’m in restaurants or bars, I’m constantly observing how things are made and thinking about how I can apply those ideas to my work. It drives my girlfriend crazy! But that constant curiosity and observation are my biggest inspirations.

Has your style evolved over the years?
Absolutely. I couldn’t have grown without my Master’s program, where my teachers treated me as an equal. Messing up has also helped me. I’ve had projects in the past that didn’t work out, but those experiences taught me a lot about my likes, dislikes, and myself as a creative.

Over time, I’ve learned to accept that I’m an expert in nothing, so I need experts for everything. I have broad knowledge but no niche. Understanding when to ask for help is essential in my work.

What role does honesty play in your work?
Honesty is crucial. You need to be honest with yourself and admit when you need help from someone more skilled.

Earlier in my career, I would convince myself I could handle anything. I think we all do that at some point — it’s part of setting high expectations for yourself and pushing your limits. It’s a way to see how far you can go. But balance is key, and so is recognizing your own limitations.

Does nature influence your work?
Indirectly, yes. I grew up near the forest and was surrounded by nature until I was 16. Now, I prefer cities, but I still see nature as a kind of canvas for my work. For example, placing a futuristic piece in a natural setting enhances its design. It’s about finding balance through contrast.

What does fashion mean to you?
Fashion is similar to my design philosophy. I prefer simplicity and timeless pieces, especially ones that look great even when worn out. I like combining a basic palette with bold, unexpected details, much like my approach to spatial design.